Coca Cola Advertising Story

In: Business and Management

Submitted By Mycky
Words 827
Pages 4
 Nr 1 beverage company

 500 sparkling and still brands  15 billion dollar portfolio
 200 countries  1.7 billion servings a day.

Coca Cola Advertising Story

1900

Coca Cola strategy
LOVEBRAND 3 A’s
AVAILABILITY Distribution network AFFORDABILITY Product pricing ACCEPTABILITY convincing the customer to buy

OUR ANALYSIS
USA RUSSIA CHINA KENYA
1. TYPES OF MEDIA
• MASS MEDIA • NON MEDIA

2. COPY STRATEGY • Values
• Messages • Casting

Coca Cola in the USA

Symbol of America

Medias for advertising ?
• Mass media Advertising
– Television – Billboard – Web

• Non media advertising
– Sponsoring – Event promotion

• •

ADVERTISING
1886 “Drink Coca-Cola” 1900 “Deliciously refreshing”
1904 “Coca-Cola is a delightful, palatable, healthful beverage” 1982 “The antidote for civilization” – Coke slogans for the past 100+ years

SLOGANS
• 1993 “Taste it all.” • 1998 “Thirsty for life? Drink Coca-Cola!”
• 2000 “Coca-Cola Enjoy” • 2001 “Life tastes good” • 2009 “Open Happiness” • 2010 “Twist The Cap To Refreshment”







1986 –“Like a Rock” (Inspired by the Bob Seger song “Like a Rock”)

• 2011 “Life Begins Here”

The advertising messages. Billboarding

The american way of life…

TV commercials
• The opposition between good and evil

http://www.cultur epub.fr/videos/c oca-colavideogame

TV commercials
• Happiness, peace, enjoy

http://www.culturepub.fr/vi deos/coca-cola-friendlyman

The advertising messages Sponsoring
• Va l u e s o f s p o r t ( te a m s p i r i t , fa i r p l ay, re s p e c t … )

http://www.youtube.com/wa tch?v=S2nBBMbjS8w

Sponsoring online.
• Sponsoring health activities

Friends with COKE ?

Russia

PePsi is the ‘official’ soft drink of the Soviet Union in the 1970s.

COCA-COLA IN THE NEW RUSSIA
• Ideological fetish
• The Coca-Cola Company entered…...

Similar Documents

The Story of Coca Cola

...The coca Cola story Introduction The topic, I want to talk today deals with this fabulous drink: “The coca cola”. Do you know how old coca cola is? More than a hundred years! And since, this drink has become famous all over the world. Indeed, tasted by a lot of people, Coke spilt and installed in each house. The advertisement very present contributed to its considerable success. To tell you the coca cola story, we will talk about its invention at first, then its evolution and to finish consequences of its success. I) Invention du coca. It was invented in 1886 (eighteen eighty six) by a pharmacist called John Pemberton, who lived in Atlanta in the South of the USA. The reason why it’s called “coca cola” is that it’s made with “coca” leaves and “cola” nuts. Pemberton liked testing medical formulas and one afternoon he was searching a remedy for headaches, he created a perfumed liquid, its colour was caramel and he shed it in a three-legged container. The mixture was mixed to the sparkling water and tasted by customers of his pharmacy that all, to the unanimity, found it very special, unique and new. Pemberton tried to make his customers buy it as a medicine. He told them it was a remedy for headaches. However he didn’t manage to make them believe him. He didn’t succeed in selling Coke. His customers must thought he was a quack. Indeed, unfortunately, Pemberton was more an inventor that a business man. He didn’t doubt that he invented one of the greatest...

Words: 906 - Pages: 4

Coca Cola

...EXECUTIVE SUMMARY The research study was conducted to learn the localization strategy of the global beverage company Coca-Cola in terms of two of its marketing mix variables, namely, the product line and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca-Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level management and the strategies they laid out to enhance the company’s market share and sales turnover. INTRODUCTION Definition of product line: A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. The major product line decision involves product line length- the number of items in the product line. Product line length is influenced by company objectives and resources. Introduction of the company: “Atlanta Beginnings 1886-1892” It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away another great American symbol was about to be unveiled. Like many people who change history, John Pemberton, a Civil War veteran and Atlanta pharmacist,......

Words: 7137 - Pages: 29

Advertising for Coca-Cola

...Advertising is defined as a platform to communicate to the targeted customers that a company is trying to reach. There are different tactics and tools that are used in advertising. It is true that over the years, the form of advertising has changed in a to obtain this. Preferences and taste of target market have now changed and so now there had to be alterations in the way one did advertising. Before 1970 print advertising was a lot different compared to advertisement used today. I have chosen to look into print advertisement history of Coca Cola. This paper will address target markets, impact of Coca-Cola is one of the most constant, persistent and well-loved brands of all time. It is one of the longest living brands, which makes Coca-Cola one of the most successful companies of all time. One of the main reasons is due to their strong marketing and advertising. Coca-Cola has always leaned upon advertising to market their brand. This is why they are always in he lead, after being in the market for over a century.  Coca-Cola advertising has most definitely affected American pop culture around the world. 1800’s In 1886, there was some prohibition laws passed in a few locations, John Pemberton developed Coca-Cola, which was a non-alcoholic version of his French Wine Coca that he had previously made. He first sold Coca-Cola for 5 cents per glass next to soda fountains as a patent medicine. He claimed Coca-Cola was a cure for the common headache, impotence and also morphine...

Words: 1473 - Pages: 6

Coca-Cola

...Abenaa S. Ampratwum Professor Hunt Marketing W360 Case 2 [pic] Coca-Cola Launches New Advertising Campaign Advertising plays a role in consumer marketing by creating significant brand awareness. Generally, studies show that the more businesses spend on advertising and promotion as a percentage of sales, the higher their level of brand awareness. The Coca-Cola Company has had many advertising campaigns since its inception in 1886. These campaigns have captured facets of our daily lives. The campaigns have ranged from “Catch the Wave and “Red, white and you” in 1986, “Can't beat the feeling” in 1998, “Can't beat the real thing” in 1989 through to 1992, “Always. Coca-Cola” in 1993 and “Coca-Cola Enjoy” in 1999. In 2001, Coca-Cola launched its current campaign “Life Tastes Good” The competitive challenge for Coca-Cola is to keep its brand on a top of mind basis with consumers. According to Advertising Age, the top five brands in terms of advertising including Coca-Cola, spend $3 billion or more each year despite the fact that they are already among the world’s most recognized names. In the contemporary marketing environment, companies must determine the social/ psychological/ marketing propensities of their prospects and then allocate dollars to the various components of the marketing communications mix. Coca-Cola has a very detailed marketing strategy to align its brands with audiences of commercials. Coke first determines whether an idea...

Words: 791 - Pages: 4

Coca Cola

...The Coca Cola Company- Midterm MGMT 330- Principles of Leadership and Management The soft drink Coca Cola as we know today was created by a pharmacist by the name of John Pemberton. One day while he was experimenting with a new recipe, he created a syrup, which he believed was tasteful. This syrup was taken to Jacobs Pharmacy in Atlanta, Georgia, May 8, 1886. Pemberton added the syrup to carbonated water because at the time it was believed to help cure health issues. This new drink became popular that Pemberton was able to sell nine drinks a day at 5 cents per glass. From that point on, the greatest refreshment of all times was invented. Dr. Pemberton’s accountant helped create name and logo what is known today. In 1888, the secret formula was sold to a business man by the name of Asa Candler. He soon began to produce, distribute, and advertise Coca Cola. For many years the soft drink was only served in soda fountains, until two business men sold the idea to Chandler to sell Cola in glass bottles. This way everyone would be able to enjoy it not only at the parlors but in their homes as well. A few years later the design of the contour bottle was produced in order to authenticate the beverage from its competitors and imitators. At the start of the 21st century, The Coca Cola Company began expanding their company, distributing their soft drinks to different countries. Not only does the company produce soft drinks, it also produces: bottled water,......

Words: 1280 - Pages: 6

Coca Cola

...22, 2014 VISHAL KUMAR | PGDM | February 22, 2014 COCA COLA AN INTEGRATED MARKETING COMMUNICATION PROJECT COCA COLA AN INTEGRATED MARKETING COMMUNICATION PROJECT CONTENTS: 1. INTRODUCTION ………………………………………………………………….2 2. HISTORY …………………………………………………………………………..3 3. COCA COLA IN INDIA……………………………………………………………7 4. MARKETING STRATEGY………………………………………………………..12 4. THE ADVERTISING CAMPAIGN………………………………………………..13 6. SERGIO ZYMAN…………………………………………………………………..17 7. COCA COLA’S RENOWNED ADS……………………………………...………..21 8. BOLLYWOOD ACTORS IN ADS…...…………………………………………….27 9. THANDA MATLAB COCA COLA………………………………………………..28 10. COKE’S AD AGENCIES IN INDIA………………………………………………29 11. THE STORY BEHIND ITS SMALL WORLD MACHINES AD…………………30 12. CONCLUSION……………………………………………………………………..32 13. BIBLIOGRAPHY…………………………………………………………………..33 “I don’t care about making award-winning commercial. The only thing …that any marketing person should care about is real consumption.”-Sergio Zyman, The end of marketing as we know it,1999 INTRODUCTION: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs......

Words: 7568 - Pages: 31

Coca Cola

...Coca-Cola The most recognized brand name in the world got its start in an Atlanta pharmacy, where it sold for five cents a glass. The name Coca-Cola, registered as a trademark on January 31, 1893, was based on two of the drink’s ingredients: extracts from coca leaves and the cola nut. In its early days, when the drink contained a form of cocaine, a drug made from coca leave extracts, the Coca-Cola was marketed as an “Esteemed Brain Tonic and Intellectual Beverage.” The company’s first president, Asa Candler, was a savvy businessman who implemented numerous marketing strategies to increase consumption. At Candler’s behest, the company printed coupons offering complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, calendars, and scales bearing the Coca-Cola brand. The drink soon became a national phenomenon; by 1895, the company had established syrup plants in Chicago, Dallas, and Los Angeles. Coca-Cola expanded beyond the American borders in the early 1900s into numerous countries including Cuba, Puerto Rico, and France. In the 1920s, Coca-Cola pursued aggressive global branding, finding creative placements for its logo such as on dogsleds in Canada and on the walls of bullfighting arenas in Spain. During World War II, the U.S. Army shipped bottles of the beverage and bottling plants abroad to supply American soldiers in Europe and Asia. Its popularity throughout the world was fueled by colorful and persuasive......

Words: 759 - Pages: 4

Coca Cola

...The World of CocaCola at Pemberton Place® celebrated its Grand Opening on May 24, 2007. It’s the only place where you can explore the fascinating story of CocaCola® – the world’s best-known beverage brand. The World of CocaCola is the home of the more than 125-year-old secret formula for CocaCola and features more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. Around every corner you’ll experience something new and inviting. You’ll see great interactive exhibits such as a thrilling, multi-sensory 4-D movie (3-D glasses with moving seats) and get an inside look at the bottling process. You can view more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. You can even give our 7-foot CocaCola Polar Bear a big hug! And of course, a World of Coca-Cola favorite—the tasting experience, will give you a refreshing opportunity to sample over 100 flavors from around the world. All this and much more make the World of CocaCola a unique and must-see Atlanta experience! A visit of the entire attraction is estimated to last an average of 2 hours. Check out a timeline featuring key milestones in the history of the World of CocaCola. 1990: The original World of CocaCola is established at Underground Atlanta as an attraction dedicated to the heritage of The CocaCola Company. 2000: By 2000, The CocaCola Company accumulates approximately 20 acres of land in downtown Atlanta...

Words: 1881 - Pages: 8

Coca Cola

...Coca-Cola’s “Share A Coke” Social Media Campaign Analysis Corey Jackson JWMI: Marketing In A Global Environment Professor Karen Barnes 8/30/2015 The Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Today, the company markets more than 500 beverage brands in 200 countries, with around 70% of the company volume and 80% of the company profit coming from outside the United States. While Coke is probably the only product that is universally appealing in every corner of the globe, the company feels that its responsibility is to ensure that with every single can of Coca-Cola sold and enjoyed, individual connections are made with consumers. This can only be achieved locally. Coca-Cola’s strategy is noted to be an effective combination of global and international communications strategies. A right balance between standardization and adaptation makes the brands stand out from its competitors by focusing on consistent image and quality in a global scale, but at the same time being specifically relevant to local culture and customs. Coca-Cola recent global campaign “Share a Coke” vividly exemplifies this principle and brings the brand’s popularity to a new high level. The “Share a Coke” program was first introduced in Australia in 2012. 150 of the most popular names among young people are taking the place of Coke’s iconic logo. Customers with less......

Words: 1701 - Pages: 7

Coca Cola

...The Coca-Cola Project Role of e-commerce Coca Cola Co uses business to business or B2B. Electronic commerce has fast become a preferred method of doing business for the grocery industry. Major retailers have seen the rewards of enhanced supply chain efficiency and increased business automation. As a result, more major consumer goods companies are starting to use the Internet to do business with retailers. Therefore, Coca Cola being an important SUPPLIER, needs to provide its customers with a fast and reliable way to take purchase orders. Internet has made it possible for Coca-Cola Company to build a strong relationship with its bottling partners. Although in most cases they operate as two independent companies, internet makes it easier for them to interact with each other. The Coca-Cola Company’s business is focused on creating and marketing their brands and trademarks, while Coca-Cola bottling companies produce and package the finished beverage products and then sell and distribute them to our retail and WHOLESALE customers Coca-Cola Company's work together with more than 300 bottling partners globally and operate the most extensive beverage distribution system in the world. This Coca-Cola system owns, leases or operates more than 800 plants around the world. Coca-Cola's bottling partners range from international and publicly TRADED businesses to small, family-owned operations. Their governance and management structures are separate from those of The Coca-Cola Company.......

Words: 3920 - Pages: 16

Coca Cola

...Introduction 3 Coca cola’s Global coverage. 3 History 4 Revenues 4 Products and Brands 6 Mission, Vision and Values 8 Organizations and Organizational Effectiveness 10 Stakeholders, Managers, and Ethics 12 Organizational Design 14 Designing Organizational Structure: Authority & Control 15 Designing Organizational Structure: Specialization & Coordination 17 Managing in a Changing Global Environment 18 Organizational Design & Strategy 20 Creating & Managing Organizational Culture 21 Organizational Technology 21 Organizational Transformations 22 Decision Making 23 Managing Conflicts, Power and Politics 24 ------------------------------------------------- Introduction The Coca-Cola Company is a beverage company, manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola......

Words: 7040 - Pages: 29

Coca-Cola

...Coca-Cola: A journey over 120 years old 04 Feb 2009 By Sarimul Islam Choudhury  ‘Little drops of joy’ as they call it, soft drink and beverages brand Coca-Cola came into existence in 1886 in Atlanta, New York, USA. From selling only nine glasses of drinks a day initially, after a successful stint of operation for over 120 years, the company currently produces more than 10 billion gallons of drink a day and sells its products across 200 countries worldwide. With more than 450 brands, the company is one of the largest beverage companies in the world keeping the language of refreshment universal across the globe.  The product comes into existence: It was1886 in New York Harbor when the construction of the Statue of Liberty was in progress, John Pemberton, a pharmacist in Atlanta, was intrigued by a fragrant caramel-coloured liquid. He carried it a few doors down to Jacobs' Pharmacy where the mixture was combined with carbonated water and sampled by customers who all agreed — that this new drink was something special. Jacobs' Pharmacy then put it on sale for five cents a glass. Later, Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola and wrote it out in a distinct script, the same way it is in use these days. According to the company: “Quality is more than what we taste or see or measure. It shows in our every action. We relentlessly strive to exceed the world's ever-changing expectations because keeping our quality promise in the marketplace is our......

Words: 1362 - Pages: 6

Coca Cola

...Diligence Report The Coca-Cola Company AC 600 Professor: John Kocikowski Keller Graduate School of Management 10/30/2011 Table of Contents Industry Overview 3 Corporate Overview 5 Organization and General Corporate Issues 6 Treasury 8 References 14 Executive Summary The diversity at the Coca-Cola Company is evident with their presence in more than 200 counties. They feel that they are empowered within their business structure as well as the communities they serve because of their differences. Their attribute their success to their consistent values. They understand that their future growth is dependent upon their ability to develop a worldwide team that is rich in its diversity of people, cultures and ideas. Knowing that diversity is not limited to the internal structure of an organization, Coca-Cola has used this same approach regarding their suppliers. Through their supplier diversity program they are building relationships with minority and women owned businesses by giving them equal access to procurement opportunities. Coca-Cola plays a major player in its industry, not only in the U.S, but also all over the globe. Coke is single handedly the most popular soft drink anywhere, beating out its competition, Pepsi Co. Overseas, Coke has established its empire from South America to Africa to all of Asia and Europe. Coke is the world's top soft-drink company. The Coca-Cola Company owns four of the top five soft-drink brands (Coca-Cola, Diet......

Words: 13320 - Pages: 54

Coca Cola

...not have been completed and compiled. They have worked very hard on this with me. PREFACE The study mainly focuses on how Coca Cola has performed over the past years internationally and especially in Pakistan. The main purpose of this project is to teach us as to how Coca-Cola has done over the many decades since its beginning, what problems its faces and what recommendations are possible from my research analysis. The scope of the project is to discuss the marketing strategies adopted and applied by ‘Coca Cola’, Pakistan. The primary concern is how and what type of advertising tools and techniques Coca-Cola has used throughout the years since this company bases its sales on advertising and placement. The primary purpose of the report is to find out which company is leading the market i.e what are the market shares of the beverage companies and what are the tactics used by the leader which makes them able to control and influence the market. My purpose was also to share maximum information about the products of Cola Cola that are now glued to our daily life consumptions. I have gathered a sound knowledge over the matter and have found this study to be extremely useful to me in my learning experience. Kinnaird Postgraduate Programs 93, Jail Road Lahore 54000 Pakistan Telephone 042-7569536 April 14, 2011 Coca Cola Beverages Pakistan Limited Lahore Subject: Research Work for Final Dissertation Dear Sir/Madam, The Bachelor in......

Words: 22254 - Pages: 90

Coca-Cola

... Assignment Marketing Plan On (Product Coca-Cola) Prepared by Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : 0000000 Group- Leo Marketing Management Sec-1 Submitted to Mr. Rumman Hassan Lecturer School of Business Independent University, Bangladesh 25th April, 2006 25 April, 2006 Mr. Rumman Hassan Course Instructor Marketing Management School of business IUB, Dhaka-1212 Sub: Letter of transmittal Dear Sir, It’s our great pleasure to submit you this report on Market plan of Coca-cola. We have got a great experience while working on this report. We would like to leave this report to your kind consideration for any unintentional mistake that may accuser while doing this report. We are always at your service if you want to ask us any thing about this report and it will be a great pleasure to work with you again in future. Sincerely yours Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : Group- Leo Table of Contents Page number Acknowledgement --------------------------------------------------------------------- 5 Executive Summary ------------------------------------------------------------------- 6 Introduction ---------------------------------------------------------------------------- 7 Beginning of the project -------------------------------------------------------- 7 Preface ------------------------...

Words: 6271 - Pages: 26